Ad Creatives Best Practices

Your Ad content and Ad creative should match your customer journey. A full-funnel approach allows you to meet each customer where they are and should continue to move, engage and nurture them through the funnel.

 RollWorks recommends

  • Create 2 to 3 sets of Ads per funnel stage.
  • Refresh your ads every 3 months to prevent engagement decline due to ad fatigue.

As there are several stages in the marketing funnel, each stage should answer a different question for the customer and the content should differ:


Creative recommendations for customer journey point 'UNAWARE'

Description: The prospect is unaware of your offering or brand. 1.png
Goal: Create awareness so that your customer becomes aware of your brand or product and starts exploring your company.

Types of Content & Landing Pages:

  • Introductory whitepaper 
  • Informational webinars
  • Infographics, blog posts
  • Upcoming event info

Examples of Unaware Focused Creative



Ad Messaging: 

  • Branding & Awareness: High-level brand awareness creative that tries to introduce a completely new visitor to your company is key for this stage. Focus on WHAT you do and getting your brand name into their head, not HOW you do it or WHY a prospect should use it.
  • Video: It can be expensive to produce, but if your company has already created video assets that establish your brand, they can potentially be suitable for this stage of messaging.


CTA Examples:

  • Learn More
  • See How
  • Show Me How


Creative recommendations for customer journey point 'AWARE'

Description: The prospect is aware of your brand or product. Aware.png
Goal: Give prospects content and messaging that speaks to why they should consider you.

Types of Content & Landing Pages:

  • Customer testimonials
  • Use Cases
  • Demo video
  • Product focused whitepapers

Examples of Aware Focused Creative



Ad Messaging: 

  • Content Focused: Now is a good time to start sharing content on your company that a prospect might find useful, that may not necessarily directly relate to a purchase. E-books or white papers are good ideas.
  • Product Focused: Here is a good opportunity to share HOW your product does what it does, and what makes it special in the market by calling out things that will get a visitor to want to learn more and do more research.
  • Webinar Focused: This is also a potential opportunity to share. It's a good idea to make sure you also have non-webinar-focused ads so that you can share multiple messages to your audience to see which one resonates better.

CTA Examples:

  • Register Now
  • Download Now
  • Get the eBook
  • Show Me How


Creative recommendations for customer journey point 'ENGAGED'

Description: Your customer is showing the highest level of intent. They are aware of their problem, they researched their options, and now they’re ready to make a decision. Engaged.png
Goal: Let your prospect know what the next step is and how to get in touch with your sales team.

Types of Content & Landing Pages:

  • Lead Forms
  • Product & competitor comparisons
  • Gated Case Studies

Examples of Engaged Focused Creative


Ad Messaging:

  • Conversion focused with clear Call to Action (CTA): This is when you make sure you link to a landing page that has a form fill available, and that the creative and call to action make it clear what that form fill is going to accomplish for the prospect.

CTA Examples:

  • Request a Demo
  • Let's Chat
  • Contact Us


Examples: Creative ads & landing pages

Below you will find some worth considering concepts you can apply to your creatives, landing pages, and form fills to make them more effective.

Creative Units

  • Use relevant and compelling visual
  • Make sure your headline is communicating a clear message
  • Make sure the value proposition is clear (white paper, blog, product information)
  • CTA should be relatable (download Case Study, learn more)
  • Copy should be light and easy-to-read
  • Use personalization to connect immediately with your potential customers (company size, name, industry)



Landing Pages

  • Have a consistent headline relevant to the ad


  • Have a purposeful goal that matches the ad. If advertising a product or blog, drive traffic to that product page or blog
  • Be Consistent in visual images and colors for a seamless message from ad to landing page


  • Keep your messaging simple. Copy should be short. You can use bullets and value points
  • If using site personalization, be consistent in how you are personalizing the ad
  • Capture only the information you need (name, email, and location). Remember that name of the company is in the email, titles can be found on LinkedIn
  • Place form Above the Fold


  • Be consistent in the ad offer. Don’t ask to choose between several downloads. You can follow up with other services in a nurture campaign
  • Clearly state the value “Only Available Here” or “Must have information”
  • Talk numbers – “5 ways to …. “ or “3 best types….”
  • Offer snippets to entice the reader to click to know more
  • Do not pigeonhole targets (i.e. C-suite only, Marketer’s only), as everyone who clicks may desire the information


Community content about Ad Creatives

Click here to check it out! Visit The Accountable Marketing Collective to find more helpful tips and inspiration about ad creatives.

Need help accessing the community? Email: to receive your access code.

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